Prime Day 2021: How much competition was there?

Amazon’s Prime Day 2021 was held from June 21-22, 2021. This kicked off summer shopping, as restrictions are being lifted and consumers look forward to a new post COVID-19 world. Prime Day triggered other retailers like Walmart, Target, and Best Buy to join the summer sale wagon, just as in years past.

We reviewed the home pages of 48 retailers to get a better understanding of what they did during Prime Day. This included a variety of categories. We also found the following highlights:

  • Overall, the sales events at other retailers weren’t as extensive as we expected.Like last year, more than half of the retailers we reviewed offered some type of promotion. However, few of them offered sitewide discounts or free shipping with no minimum. The most popular promotions were category-specific and product-specific. The average threshold for free shipping was $48 according to the 25 retailers.

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  • Prime Day was a prime day for fashion, beauty, and home retailers.Twenty-seven fashion retailers and six out of seven home sellers (including furniture, decor and home improvement) ran promotions, as did six out of nine health and beauty stores. However, we found that less than half the direct-to consumer brands we examined offered promotions.
  • It’s not surprising that multicategory retailers, which often compete directly with Amazon, were the most engaged.This included Target’s Deal Days and Walmart’s Deals for Days.

Summer 2021 is officially over. Stay tuned for back-to school and holiday shopping advice for brands and retailers. To learn more about holiday strategies, clients can schedule queries with Forrester analysts as we move into the second half of 2021.

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